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Marketing Final > MK 13 Marketing Channels > Flashcards

MK 13 Marketing Channels Flashcards

1
Q

What are the roles of intermediaries

A
  • Increase efficiency
  • Adjust for assortment and quantity discrepancies
  • Facilitate the searching process
  • Maintain relationship with individual customers
  • Provide market intelligence
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2
Q

Types of Intermediaries - Manufacturer’s Representative

A

Works for manufacturers as an external selling force. Doesn’t take ownership of goods
- Call buyer at staples for paperclip with an order

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3
Q

Types of Intermediaries - Wholesaler/ Distributor

A

Purchase goods and sell to retailers

  • Common in food products
  • Own the inventory
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4
Q

Types of Intermediaries - Agent/ Broker

A

An intermediary with legal authority to act on behalf of the manufacturer

  • doesn’t take ownership of goods
  • real estate/ investment banker
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5
Q

Types of Intermediaries - Retailer

A

Sells to end consumer

- doorway to consumer

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6
Q

Vertical Channel Conflict

A

Supply chain members that buy or sell to one another are not in agreement

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7
Q

Horizontal Channel Conflict

A

Disagreement among members at the same level in a marketing channel

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8
Q

Independent (Conventional) Marketing Channel

A

Independent members attempt to satisfy their own objective, often at the expense of others

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9
Q

Vertical Marketing System

A

members act in a unified system

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10
Q

Administered Vertical Marketing System

A

no common ownership or a contractual relationship but dominant channel member holds power

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11
Q

Contractual Vertical Marketing System

A

Independent firms at diff levels of marketing channel join through contracts to reduce conflict

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12
Q

Corporate vertical Marketing System

A

Channels owned by one company

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13
Q

Strategic/ Partnering Relationship

A

marketing channel members are committed to maintaing the relationship over a long period of time

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14
Q

Electronic Data Interchange (EDI)

A

computer-to-computer exchange of business documents from retailer to vendor and back.

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15
Q

Vendor Managed Inventory

A

Manufactur responsible for maintaining the retailers inventory levels in each store

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16
Q

Planners

A

Employees responsible for financial planning and analysis of merchandise and its allocation to stores

17
Q

Dispatcher

A

Person who coordinated deliveries to the distribution center.

18
Q

Cross-docking distribution center

A

merchandise cartons are prepackaged by the ventor for a specific store

19
Q

Pick Ticket

A

document in a fork lift that displays how many of each item to get from storage space

20
Q

Mobile Task Management

A

Wireless network and mobile device that received demand notification and enables speedy response

21
Q

Intensive Distribution

A

Place product in as many outlets as possible

22
Q

Exclusive Distribution

A

grant exclusive geographic territories to one/ few retail customers so no other retailer in that territory can sell particular brand

23
Q

Selective Distribution

A

relies on a few selective retail customers in a territory to sell product

24
Q

Full-Line Discount Stores

A

retailers that offer a broad variety of mech, limited services, and low prices
- Walmart, Target

25
Q

Specialty Stores

A

Concentrate on limited # of complementary merch targeted towards specific market segment and the sales associate expertise
- Sephora

26
Q

Category Specialist/ Bog Box Retailers/ Category Killers

A

A narrow but deep assortment of merch, less service

- Staples, Ikea

27
Q

Extreme Value Retailers

A

Dollar Tree

28
Q

Off-Price Retailers

A

Inconsistent Assortment of brand name merch at discount from manufacturers suggested retail price
- Outlets

29
Q

Benefits of Internet and Omnichannel Retailing

A
  • Deeper and Broader Selection
  • Personalization
  • Expand Market Presence
  • Integrated CRM
  • Increase customer satisfaction and loyalty
30
Q

Reward power

A

Walmart offers rewards if wholesalers and manufacturers do what they want them to do

31
Q

Coercive Power

A

Walmart threatens to punish channel members for not undertaking tasks

32
Q

referent power

A

supplier wants to be associated with Walmart because allows them to attract other retailers’ business

33
Q

Expertise power

A

relies on vast experience and knowledge to decide how much to market suppliers’ products, w/o giving supplier much to say

34
Q

information power

A

walmart has vast information about consumer goods market, might exert power by withholding information

35
Q

Legitimate Power

A

contract

36
Q

Year 1 ACV What channels?

A

Online + Independent

37
Q

How is independent channel adjusted in ACV?

A

percentage adjusted for acceptance (30%) and manufacture reps call up (80%)

38
Q

Year 3 ACV channels?

A

Online + Independent (adjusted 80%) + Chain Stores

39
Q

How are chain stores ACV calculated

A

percentage adjusted for penetration (50% yr 1, 70% max)

Marketing Final (5 decks)

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